Customer experience. It’s a term that meant little to organizations even 10 years ago, and even now might still elicit eye rolls from executives. Despite that, American Express research found a significant increase in consumer satisfaction in recent years. However, that success comes with the consequence of increased expectations, and the awareness that better service is likely available makes customers less tolerant of poor treatment. The same study indicated that a third of consumers will consider switching brands after just one unsatisfactory occurrence.